Generative AI in ecommerce: A look beyond texts

Experimenting with generative artificial intelligence like ChatGPT may rather quickly lead to faster and more creative text ‘writing’, but the technology harbours many more opportunities for ecommerce. However, not without risk. Therefore, a look at strategy and concrete examples is in order.
Firstly, the phrase ‘AI is everywhere’ has become quite common in tech and ecommerce. Although it is debatable what is considered AI and what is not (for example, more advanced ‘if this, then that’ rules, which can also be executed in Excel), it is worth noting that in this article, we are looking at generative AI. These are the large language model (LLM)-based tools that compute and display the most logical answers to commands/prompts.